Plan comercial para la empresa Naranjo Hermanos Autoelectric Parts de la ciudad de Ambato

Abstract

The present study was aimed to design a business plan for a company called Naranjo Hermanos Autoelectric Parts, headquartered in Ambato city, in order to strengthen its sales system. Among the people directly involved in the study was the manager, who was interviewed, a survey applied to actual and potential clients who are in the Huachi Solís sector in Ambato city. The information collected and analyzed in these processes served as the basis for the preparation of the SWOT, MEFI, MEFE matrices, which allowed to know the internal and external situation of Naranjo Hermanos company. The proposal was based, among others, on proposing strategies regarding the product, price, place and promotion that allow an improvement in the sales system that the organization has been managing. It was thus determined that the microcap has loyal customers as its products are accepted in the market. However, the increase of competition, the country's economic situation and the lack of advertising have led to a considerable decrease in sales and a difficult increase in the client portfolio. The application of the commercial plan is recommended in order to face the existing shortcomings and achieve the strengthening that the microcap is looking for